But don't refer to the counter-service chain as the Chipotle of farm-to-fork restaurants. If you do, you might make co-founder Erik Oberholtzer cringe.

"It's not like Chipotle," said Oberholtzer, who is debuting Tender Greens in Orange County next week.

Tender Greens prepares your meal – salads, grilled proteins and sandwiches – as you watch. But that's where the Chipotle and Subway comparisons end. Customization and pick-your-own ingredients along the prep line are discouraged at Tender Greens, which offers a menu that rivals haute gastropubs sans the premium price tag.

The popular L.A.-area concept opens Tuesday at the Irvine Spectrum Center. It is among 30 planned for California as Tender Greens moves swiftly to bring affordable farm-fresh meals to the masses. Each main dish is $11.

Oberholtzer says he's providing dishes for "people with Champagne tastes, but living on a Budweiser budget."

The menu features proteins and vegetables shipped daily from local suppliers including Scarborough Farms in Oxnard. The latter is a key investor in Tender Greens, founded six years ago in Culver City. The partnership and service style allows the company to sell restaurant-quality dishes such as grilled marinated steak with potatoes and side salad for $11.

"We're not unique in doing farm to table and having relationships with farmers and ranchers," Oberholtzer said. "Where we separate ourselves is how we serve and price."

Tender Greens leans on suppliers who strive to meet organic standards and raise animals humanely. Restaurants use beef from cows that are grass fed and grain finished and sustainably caught fish.

Every restaurant has an executive chef and two sous-chefs. In Irvine, Tender Greens has tapped Craig Mattox, formerly of the Ace Hotel and Swim Club in Palm Springs, to be its executive chef.

Oberholtzer said diners can expect a menu that goes beyond quick casual food.

"Our point of view is that is much more upscale," he said. "You really get a restaurant experience despite the initial service style."

Restaurants are also eco-conscious. Beers, wines and house-made sodas are served by the tap.